Apple just launched it’s iPhone 5S and 5C. If ever we needed an example of how moral — i.e., psychological — factors can outweigh physical, material factors in business, then this is it. I am a big fan of Apple products. I have an iPhone, Macbook Pro, and iPad. However, even as a fan I have to admit that I was surprised by the effect that the iPhone 5S has had, with long lineups to get one. The high-end models appear to be outselling the low-end models by a large margin. This just goes to show that psychologically, Apple and its products are miles ahead of competing products. Even though the latter are roughly speaking equivalent in functionality and appearance, consumers still have an emotional attachment to Apple’s products. The media speculation ahead of the launch of the two new iPhones and the public enthusiasm for them demonstrate conclusively that curiosity and emotion drive people to commit to a company’s products and services beyond just the technical and functional characteristics. As with military strategy and tactics, psychological factors are a huge force multiplier.

Food for Thought
Have you created an emotional attachment with your customers, employees, suppliers, distributors, and managers?